Challenge
Jamnica, the most popular mineral water in Croatia, has long focused on communicating its functional benefits. It was communicated that it promotes digestion and is best with meals, while the emotional components of the brand were generally in the background. With the emergence of competition and increased sales of sugary carbonated drinks, the need arose to expand the communication territory and the need to expand the target group. In short, the brand needed to be rejuvenated!
Solution
Jamnica is one of the few brands that accompanies us in many moments of our lives, even though we sometimes take it for granted and may, at times, be unaware of how ubiquitous it is. We used this fact to create a new communication platform called “In Every Moment.” The communication we designed for Jamnica has become more playful, fun, and lively. We linked Jamnica with real-life situations in which it is consumed, and the stars of the communication became those who love Jamnica and cannot live without it. As an important part of the Jamnica narrative, we introduced a song to which Jamnica returned after many years. The TV spot, directed by Nevio Marasović, was conceived and filmed in the form of a musical in which the song is woven through numerous situations in which Jamnica is consumed.
The communication platform we developed in collaboration with Jamnica's marketing team represents a new communication direction for one of the oldest Croatian brands and, we can freely say, a new beginning for Jamnica. For now, we are presenting just a small part of the campaign - the image spot Jamnica Moments, and we can immediately announce that this communication platform and the collaboration between the ZOO agency and Jamnica will yield even more creative and interesting results.
